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Uncontrolled data growth ... All you can eat … network indigestion..June 2007 AT&T Inc. and Apple® today announced three simple, affordable service plans for iPhone™ which start at just $59.99 per month. All three plans include unlimiteddata. June 2010 “AT&T wireless chief Ralph de la Vega has said the carrier is battling congestion in New York and San Francisco as a surge in smartphone use has clogged its network. “ (Bloomberg).June 2009 De La Vega (AT&T) said that just three percentof smartphone users are eating up 40 percent of available capacity, and that most of it is thanks to high-bandwidth video streaming apps.June 2009 AT&T announces unlimited data plans for all smartphones for $30 monthly charge.June 2010AT&T Inc “will cut wireless data-plan prices for most users next week and stop offering unlimited data plans to manage soaring demand for data-hungry devices like Apple Inc.’s iPhone.”(Bloomberg)September 2009 “Customers Angered as iphonesOverload AT&T.”(The New York Times)Kim Kyllesbech Larsen, High-Tech Planning & Forecasting Summit, April 15th, 2011, San Francisco.7

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Key challenges.What we need to be passionate about.Intelligent traffic management of data growth -> monetization.Modeling & Forecasting smartphone usage and business impact.Smartphone is a business challenge with great opportunities.Kim Kyllesbech Larsen, High-Tech Planning & Forecasting Summit, April 15th, 2011, San Francisco.20

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Thank you for your interest!Contact:kim.larsen@t-mobile.nlTel: +31 6 2409 5202http://nl.linkedin.com/in/kimklarsenAcknowledgement: I am indebted to my great team for always being patient with my data requests, for their great suggestions and support. For this work I am in particular thankful to Veli-Pekka Kroger, Minoo Abedi and Xi Bin.